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  • Jennifer Heppell

Why email marketing doesn't always work for some businesses

Email marketing has been a popular method for businesses to reach out to their customers for a long time now. However, despite its popularity, it doesn't always work for everyone. In this blog, we'll explore the reasons why email marketing doesn't always work for people and what businesses can do to make their email marketing efforts more effective.


Overwhelming inbox

One of the main reasons why email marketing doesn't always work for people is because their inboxes are already overwhelmed with emails from various sources. According to a survey, the average person receives 121 emails per day, and most of them are promotional emails. With so many emails competing for their attention, people tend to overlook or delete promotional emails without even opening them.


Poor targeting

Another reason why email marketing doesn't work for people is because of poor targeting. If businesses don't segment their email lists and send out generic emails to everyone on their list, they are less likely to get a response. For example, if a business sends out an email about a sale on women's shoes to their entire list, including male subscribers, it's less likely to result in a sale.


Boring content

Email marketing is only effective if the content of the email is interesting and engaging. If businesses send out emails that are boring or generic, people are less likely to read them. The content of the email should be tailored to the interests of the target audience and provide some value to the recipient. For example, a business that sells sports equipment can send out an email with tips on how to improve their performance in a particular sport.


Lack of personalization

Personalization is key to making email marketing work. If businesses send out emails that are not personalized, people are less likely to engage with them. Personalization can include things like addressing the recipient by their first name, recommending products based on their previous purchases, or sending out birthday or anniversary emails.


Spam filters

Another reason why email marketing doesn't always work for people is because of spam filters. If businesses send out emails that trigger spam filters, they may not even make it to the recipient's inbox. Some common triggers for spam filters include using certain words or phrases in the subject line or body of the email, using too many images, or sending out emails from a suspicious or unfamiliar email address.


Timing

Timing is everything when it comes to email marketing. If businesses send out emails at the wrong time, people are less likely to open them. For example, if a business sends out an email about a sale that ends in two days, but they send it out on the last day of the sale, it's less likely to result in a sale.


Lack of mobile optimization

With the majority of people checking their emails on their mobile devices, it's important for businesses to optimize their emails for mobile devices. If emails are not optimized for mobile devices, they may not display properly, and people are less likely to engage with them. This can result in a lower open rate and fewer conversions.

What businesses can do to make email marketing work



While there are many reasons why email marketing doesn't always work for people, there are some things that businesses can do to make their email marketing efforts more effective. Here are some tips:


Segment your email list

Segmenting your email list based on demographics, interests, and purchase history can help you send out more targeted and personalized emails. This can result in a higher open rate, click-through rate, and conversion rate.


Create engaging content

Make sure your email content is interesting and engaging. Use images, videos, and infographics to make your emails more visually appealing. Provide value to your recipients by offering discounts, exclusive content, or useful information.


Personalize your emails

Personalization can go a long way in making your email marketing efforts more effective. Address your recipients by their first name and use their previous purchase history or browsing behavior to recommend products or services that they might be interested in. You can also send out birthday or anniversary emails to show your customers that you value them.

Optimize for mobile devices

Make sure your emails are optimized for mobile devices. This means that they should be easy to read and navigate on smaller screens. Use a mobile-friendly email template and keep your subject line short and to the point.

Test and measure

Testing and measuring the effectiveness of your email marketing efforts can help you identify what's working and what's not. Use A/B testing to test different subject lines, email content, and calls-to-action to see what resonates best with your audience. Use analytics to track your open rates, click-through rates, and conversion rates to identify areas for improvement.

Provide an opt-out option

Make sure to provide your recipients with an opt-out option. This allows them to unsubscribe from your emails if they're no longer interested in receiving them. This can help you maintain a clean email list and avoid being marked as spam.

Conclusion

Email marketing can be a highly effective way for businesses to reach out to their customers and drive sales. However, it doesn't always work for everyone. People's inboxes are already overwhelmed with emails, and businesses need to make sure that their emails are targeted, engaging, and personalized. By following the tips outlined in this blog, businesses can make their email marketing efforts more effective and increase their chances of success.

If setting up your email marketing is on your to-do list but you're struggling to find the time or resources to make it happen, don't worry - I'm here to help! As an email marketing expert, I can set up your email marketing for you.


Contact me today to learn more about how email marketing can benefit your business and how you can get started with your own email marketing campaign. Let's work together to take your marketing strategy to the next level!



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